The Interplay of Market Orientation and Organisational Culture in Shaping Marketing Capabilities of Banks in India

Abstract

The study investigates whether market orientation and organisational culture help in shaping marketing capabilities within the Indian banking sector. Although marketing capabilities play a significant role in driving firm performance, there remains a gap in understanding how market-related and cultural factors contribute to capability development, particularly in service sectors like banking. Drawing upon existing literature, the study proposes and examines a conceptual model that investigates the direct as well as indirect linkage between market orientation, organisational culture and marketing capabilities. The study applied multi-informant approach to gather data from commercial banks located in Jammu City, India, and analysed through Structural Equation Modelling. Results highlights that market orientation and organisational culture positively shape marketing capabilities, reinforcing the significance of cultural values and market focus in capability development.

Keywords: Marketing Capabilities, Market Orientation, Organisational Culture, Banking Sector

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